PARSIPPANY, N.J., Nov. 26, 2012 /PRNewswire/ -- Durex, the Global Sexual Wellbeing giant, is joining the fight against HIV and AIDS by donating one condom for every person who gets involved in its #1Share1Condom social media campaign leading up to World AIDS Day on December 1st. The new global initiative, which will run from November 26th until December 1st, will leverage the power of Twitter and Facebook to generate awareness about the need for prevention education in order to help decrease transmission rates.

Even after 25 years of World AIDS Day events, the transmission of HIV remains a global issue. According to UNAIDS, 2.5 million people were newly-infected with HIV in 2011. Durex is joining forces with HIV prevention organizations on a global scale to help drive the mission of the first HIV-free generation and has symbolically set its condom donation target at 2.5 million, which it hopes to reach by the end of World AIDS Day. Condoms will go to global and local charities that share its mission of combating HIV-transmission, including dance4life. Through its school programs, dance4life educates and mobilizes young people to stop the spread of HIV and AIDS.

How does it work? Durex will donate one condom for every consumer who:

Tweets a message about HIV and AIDS using the #1share1condom hashtag, OR

"Durex is committed to improving knowledge and understanding of HIV and to raise awareness of how to prevent HIV transmission," commented Kevin Harshaw, Marketing Director of Personal Care at Reckitt Benckiser, the parent company of Durex. "We've supported the fight against HIV over the years, mainly through local projects. This year, we have decided to use our global market presence to create an initiative that will get the world talking and sharing."

With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 companies listed on the London Stock Exchange. Since 2000 net revenues have doubled and the market cap has quadrupled. Today it is the global No 1 or No 2 in the majority of its fast‐growing categories, driven by an exceptional rate of innovation. Its health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick, and French's, and they account for 70% of net revenue.

RB people and its culture are at the heart of the company's success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in CSR where the company has reduced its Carbon footprint by 20% in 5 years and is targeting now to deliver a 1/3 reduction in water use, 1/3 further reduction in Carbon and have 1/3 of its net revenue coming from more sustainable products by 2020.

The company has operations in over 60 countries, with headquarters in the UK, Singapore, Dubai and Amsterdam, and sales in almost 200 countries, the company employs approximately 32,000 people worldwide.